Whiter than white

Nivea hand cream (source for all images: Nivea website)

Nivea hand cream (source for all images: Nivea website)

Carefully controlled

Carefully controlled

Being the cynic and corporate sceptic I am, it’s rare for me to praise a monolithic, slow, plodding German giant. But Beiersdorf gets the “hats off” from me for its management of the Nivea brand. Maybe taking ages has its merits sometimes – especially when it comes to brand stretching…

Nivea’s benefits are always about purity, soft caring cleansing, gentle toiletries. These are derived from the product I will call the “mother brand”, the hand cream.

Each younger relative of the mother is 100% coherent in terms of design. The Nivea logo is rigid, but works. The colours are maintained throughout. Each nudge forward into new product areas is carefully carried out, each new product benefit symbiotic without being parasitic.

Which is why Nivea hasn’t branched off into hair dyes, toothpaste, or anything beyond the snow-like benefits from which the word “Nivea” is derived.

Apart from this?

nivea_lipstick.jpg
Scanned press ad

I think this may just be rolling the snowball a bit too far. Splashes of red and rich cosmetics are changing your beauty not maintaining and caring for it. But that’s purely a personal opinion. And I hope for Nivea I’m wrong.

Watch this space…

Alex Woodruff

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